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Study on Xiangjiang Chains Mart Developments Trategy

Author: QuWenTao
Tutor: XiongJianGen
School: Southwest Jiaotong University
Course: Business Administration
Keywords: competitive strategy core competencies SWOT analysis Supermarket Management
CLC: F721.7
Type: Master's thesis
Year: 2009
Downloads: 33
Quote: 1
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Abstract

Nowadays, with dramatic changes and developments in the Chinese supermarket industry, supermarket’s development is facing with new opportunities and challenges. Supermarkets’managers are increasingly realizing that the modern supermarket management must be run beyond the function of supermarket’s internal management and beyond the supermarket’s borders. In addition, supermarkets should be viewed as an open system of a dynamic environment to manage. The management strategy, as a scientific, objective, investigated, detailed, appropriate and market-practical approach among the internal and external environment, is becoming an essential factor in the supermarket’s future survival and long-term development.Although Xiang Jiang supermarket, the largest chain store at Gaoming district of Foshan city, accounts for the majority of Gaoming’s retailing sales, it is now facing a new challenge with more and more competitors entering into Gaoming, such as Xin Yi Jia and Ming Run. Therefore, Xiang Jiang is necessary to explore a competitive strategy which can increase its market share, improve its long term development and achieve its strategic goals.In the article, it identifies and analyzes the internal and external environment of Xiang Jiang supermarket and interprets the competition structure of the supermarket industry through combining with Porter Five Force competition model. In addition to analyze to Xiang Jiang’s strengths, weaknesses, opportunities and threats, a new practical differentiated strategy is established by building up a SWOT model for Xiang Jiang supermarket in line with the core competency analysis. Furthermore, during the period of implementing the developing strategy, in order to stand out of the high competition environment, Xiang Jiang should be able to improve its ability on cost control, to enhance its marketing management, to establish a decent image, to strengthen personal training, to form a strategic alliance through the implement of the differentiated strategy, to increase company’s competitive advantages, and so on.This article is divided into six chapters. Chapter I introduces the background of the research, the status of supermarket’s strategic management and the purpose and principle of the article. ChapterⅡreviews some relative theories. ChapterⅢanalyzes Xiang Jiang’s external environment and identifies the development situation and opportunities. ChapterⅣinterprets Xiang Jiang’s internal environment and define its strengths and weaknesses. ChapterⅤexplores the strategy choice in the implement of the strategic objectives based on the discussion in chapter three and chapter four. ChapterⅥmentions some principles of implement of the strategy and practical suggestions. In fact, the main purpose of this article is to provide a reference or recommendation to the development of Xiang Jiang supermarket and other similar supermarkets.

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Commercial institutional and organizational > Supermarkets, chain stores,specialty stores
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